B2Beat: The CMO as CMTO, and Advice on Crafting a Brand Voice
Select news and insights for B2B marketers.
We bring you the latest trending and newsworthy articles in B2B branding and marketing.
This week, we hear from four CMOs who are meeting the challenges of a digital world, dig into the concept of brand voice, and learn about the psychology behind the influence of online reviews.
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As brand execs think more about the convergence of CMO and CIO roles, marketing chiefs are becoming “CMTOs”—whether they like that newfangled job title or not. At more than 30 percent of organizations, Gartner found some portions of sales, IT and customer experience report into the CMO, while 62 percent of companies said CMOs are responsible for digital commerce. Adweek explores this trend in a recent article.
A fully-fledged brand voice that balances tone and content is a strategic tool as well as a creative one – a thread that runs through every touchpoint of the brand. And these days, that brand voice matters more than ever. Here’s a nice overview of its value and history.
According to a new study published in the journal Psychological Science, people tend to choose products that have a greater number of reviews – even if those same products have lower ratings. And since the researchers also found that there isn’t any relationship between a product’s ratings and the number of reviews it gets, the study means that people are making decisions based on popularity, rather than quality. A fascinating look at the psychological underpinnings of decision making.
We bring you the latest trending and newsworthy articles in B2B branding and marketing.
This week, a fascinating interview tells how Goldman Sachs is using Snapchat in its marketing, a new CMO Council survey offers insights into customer expectations — and Accenture ponders the future of banking.
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